TiVo Corporation

WorldBrand briefing

AI supplement

Original synthesis to sit alongside the encyclopedia article below. Not part of Wikipedia; verify facts on Wikipedia when precision matters.

TiVo Corporation is a media and entertainment technology company that pioneered consumer digital video recorders (DVRs) and later expanded into smart TV operating systems and cross-screen advertising platforms. It was acquired by Rovi Corporation in 2016, which then rebranded as TiVo Corporation, and is now a subsidiary of Xperi Inc.

Key moments

1997Founded as Teleworld by Jim Barton and Mike Ramsay, later renamed TiVo
March 1999Launched first TiVo DVR device with features like pause/rewind TV and ad-skipping
2000Expanded into the UK market
2016Acquired by Rovi Corporation for $1.1 billion, combined company adopted TiVo brand name
2022Xperi Inc. acquired TiVo, and TiVo expanded via purchase of Vewd Software to grow its smart TV OS business
2025-09TiVo OS adopted by dozens of TV brands across 40+ countries, TiVo One ad platform hit 4M+ monthly active users

TiVo operates in the connected TV, DVR, and media advertising technology space, facing competition from several players:

Roku: Leading streaming device and smart TV platform manufacturer with a large user base
DIRECTV: Traditional pay-TV provider with its own DVR and streaming services
Fox, Disney, HBO: Media conglomerates with their own streaming and ad platforms
Altice USA: Cable provider with TV technology solutions
Vudu: Digital movie rental service competing in TV entertainment

TiVo differentiates via its dedicated smart TV operating system TiVo OS and targeted cross-screen ad tools like TiVo One
Its acquisition of Vewd expanded its reach in global OTT middleware market
The company's historical patent licensing business also sets it apart from pure hardware or streaming competitors

TiVo Corporation carries iconic first-mover brand equity built over decades of shaping consumer expectations for time-shifted television viewing, establishing itself as a household name for digital video recorder innovation long before streaming services became mainstream. Its brand reputation is anchored in deep, long-standing trust with both end consumers and enterprise pay-TV partners, creating a durable foundation that has allowed it to pivot smoothly from hardware-focused DVR solutions to modern smart TV operating systems and cross-screen advertising technology. Following the 2016 acquisition by Rovi Corporation and subsequent unified rebrand to TiVo Corporation, the brand has balanced its well-loved legacy identity with targeted expansion into high-growth connected TV segments, leveraging its existing industry relationships to deliver ad personalization and content discovery tools for operators and content creators. As a subsidiary of Xperi Inc, it retains full autonomy to advance its core product roadmap while accessing broader global distribution resources from its parent organization. World Brand Lab framing positions TiVo as a rare example of a consumer technology brand that has successfully outlasted multiple waves of industry disruption, maintaining consistent cultural relevance even as the broader television ecosystem has shifted entirely away from traditional linear broadcast models. Its brand strength is further amplified by the fact that its product category name is still widely referenced generically by North American audiences as a shorthand for DVR functionality, a marker of unmatched category penetration.

Brand Leadership

Score: 72/100

TiVo established undisputed early category leadership as the first mainstream consumer-facing DVR brand, with its brand name regularly used generically to describe time-shifted recording functionality for an entire generation of North American television audiences, and it continues to hold a respected, trusted position as a core technology supplier for dozens of major pay-TV operators across the region.

User Interaction

Score: 65/100

TiVo maintains an active base of loyal long-term customers who actively participate in user communities and consistently engage with platform features, while its modern smart TV interfaces are designed to streamline content discovery, driving steady average session durations and consistent monthly active user retention across all deployed operator set-top box fleet.

Market Momentum

Score: 61/100

Backed by parent entity Xperi Inc, TiVo continues to launch updated connected TV ad targeting and content personalization tools to capture new revenue in the fast-growing CTV advertising segment, though it faces steady competitive pressure from native streaming platforms that hold larger shares of younger consumer audience attention.

Brand Stability

Score: 78/100

The TiVo brand has maintained unbroken market presence for more than 25 years, surviving multiple ownership transitions, widespread industry disruption from streaming services, and sustained competition from much larger media and technology corporations without losing its core market identity or its base of long-term enterprise clients.

Brand Age

Score: 85/100

First launched commercially to US consumers in 1999, TiVo carries more than 26 years of unbroken brand heritage in the media technology space, making it one of the longest-running dedicated brands focused exclusively on innovation in consumer television viewing experiences in North America.

Industry Profile

Score: 74/100

TiVo is widely and favorably recognized across the global pay-TV, smart TV manufacturing, and connected TV advertising sectors, regularly featured as a keynote participant at major industry conferences and widely cited in industry reports as a foundational innovator that defined modern consumer norms for time-shifted television viewing.

Global Reach

Score: 53/100

TiVo maintains limited but functional international distribution partnerships in select European, Latin American, and Southeast Asian markets, but its strongest brand recognition, largest user base, and highest revenue footprint remain heavily concentrated in its home US market, with only limited market penetration in high-growth emerging regions.

This brand value assessment is generated with AI-powered analytical reasoning that draws from public industry data, verified market presence records, and aggregated consumer perception insights to deliver directional, illustrative metrics. All estimated value figures shared in this analysis are non-binding and for reference purposes only. Parties seeking fully audited, independently verified official brand value data for TiVo Corporation are advised to contact the World Brand Lab for formally validated, authoritative reporting.

Overview

TiVo Corporation

founders
former names	Macrovision Solutions Corporation (1983–2009) Rovi Corporation (2009–2016)
type	Public
industry	Digital entertainment technology Digital video recorders
fate	Merged with Xperi
successor	Xperi
predecessor	TiVo Inc.
founded	1983

defunct	May 29, 2020

hq location city	San Jose, California

hq location country	U.S.

net income	US$0‡R1R‡

net income year	December 31, 2017

assets	US$3,163,678,000

assets year	December 31, 2017

num employees	1,700+

num employees year	2017

website	tivo.com

TiVo Corporation, formerly known as the Rovi Corporation and Macrovision Solutions Corporation, was an American technology company headquartered in San Jose, California. Now operating as Xperi, the company is primarily involved in licensing its intellectual property within the consumer electronics industry, including digital rights management, electronic program guide software, and metadata. The company holds over 6,000 pending and registered patents. The company also provides analytics and recommendation platforms for the video industry.

In 2016, Rovi acquired digital video recorder maker TiVo Inc., and renamed itself TiVo Corporation. On May 30, 2019, TiVo announced the appointment of Dave Shull as the company's new president and CEO.

On December 19, 2019, TiVo merged with Xperi;[2] the combined firm operates as Xperi.[3]

History

As Macrovision

Macrovision Corporation was established in 1983 by Victor Farrow and John O. Ryan. The 1984 film The Cotton Club was the first video to be encoded with Macrovision technology when it was released in 1985.[4] The technology was subsequently extended to DVD players and other consumer electronic recording and playback devices such as digital cable and satellite set-top boxes, digital video recorders, and portable media players. By the end of the 1980s, most major Hollywood studios were utilizing their services.[5]

In the 1990s, Macrovision acquired companies with expertise in managing access control and secure distribution of other forms of digital media, including music, video games, internet content, and computer software.

Ryan (founder and CEO of Macrovision from June 1995 to October 2001) and William A. Krepick (president of Macrovision Corporation from July 1995 to July 2005 and CEO from October 2001 to July 2005)[6] led the company through an IPO in 1997 priced at $9.00 a share. Under their leadership, the company went from a private company with sales of under $20 million to a global, publicly traded corporation with annual sales of $220 million and

Products

Guides

Rovi provides guides for service providers and CE manufacturers.

TotalGuide xD, a white-label media guide for mobile devices for finding, managing, and watching TV shows and movies. This also controlled the set top boxes.
TotalGuide CE, a media guide for CE manufacturers that gives access to broadcast programming, premium over-the-top (OTT) entertainment, and catch-up TV
Passport Guide and i-Guide, interactive program guides for service providers
G-Guide, an HTML5-based program guide for digital terrestrial, broadcast satellite, and commercial satellite services
TotalTV, an online guide enabling websites for news and entertainment organizations to incorporate local TV listings
Rovi DTA Guide, an interactive program guide designed for households installed with Digital terminal adapters

Data

Rovi provides entertainment metadata for consumer electronics manufacturers, service providers, retailers, online portals and application developers around the world.

Legacy products

The company historically developed technologies and products that helped protect content from being pirated. Its two core legacy products were called RipGuard and the Analog Protection System (APS).

RipGuard

Macrovision introduced its RipGuard technology in February 2005. It was designed to prevent or reduce digital DVD copying by altering the format of the DVD content to disrupt the ripping software. Although the technology could be circumvented by several current DVD rippers such as AnyDVD or DVDFab, Macrovision claimed that 95% of casual users lack the knowledge and/or determination to be able to copy a DVD with RipGuard technology.[31]

Analog Protection System

The Analog Protection System (APS), also known as Analog Copy Protection (ACP) or Macrovision, was the Macrovision Corporation's flagship product, a copy protection system for both VHS and DVD. Video tapes copied from DVDs

Additional sources

External links

References

XNAS:ROVI Rovi Corp Annual Report 8-K Filling www.snl.com, December 31, 2017, retrieved May 25, 2018^
Chaim Gartenberg. TiVo to merge with Xperi to create "one of the largest licensing companies in the world" The Verge, 2019-12-19, retrieved 2019-12-27^
Dec. 2019/completed June 2020 Todd Spangler. TiVo to Merge With Entertainment-Tech Firm Xperi in $3 Billion Deal

TiVo Corporation

WorldBrand briefing

Brand Leadership

User Interaction

Market Momentum

Brand Stability

Brand Age

Industry Profile

Global Reach

History

As Macrovision

Products

Guides

Data

Legacy products

RipGuard

Analog Protection System

See also

Additional sources

External links

References

As Rovi

As TiVo Corporation

Search and recommendations

Advertising

Rovi Audience Management

As Macrovision

As Rovi